THE NEW YORKER favors birth control, and easier marriage and easier divorce, and very few inhibi- tions, if any. His second pair of chil- dren-two boys of four and six-seem to be getting along very well on the Watson plan. At least his neighbors in Malba, Long Island, think so. On the other hand, many a reader has been upset by accounts of how "T atson tested but the jealousy of his own children by pretending to attack theIr mother. T HEORIES and experiments such as Watson's must inevitably rouse bitter antagonism. Watson hjm- self has managed to feed the flames. He speaks and writes brutally whenever his ideas are attacked, and some streak of the evangelical leads him into broad overstatement even while he admits that his experimental work has only scratched the surface. This, on top of lJft'. e: '''-i' J 'r' Ø> e;, jÞ 9 \,1 , ìlg # t 1:1 f . , ,\, ", f0 'J) t:: "< % \. ; '/1 " /) ;If . w < ?Þ: ' . 1"''':--., ::M ... . .:^-r-.'" if,,',,' ', t f . .: #1 . -::.' .!'t.;"- 1 ;i 1 find out where the most rubber boots were used, which ones, and why. Af- ter that he sold Y uban Coffee to grocers for seventy-five days. After thus making the acquaintance of the middleman, he learned about salesman- ship to the consumer by working in Macy's. To get in he had to take a psychological test, and he says he passed it none too well. Any woman who bought groceries at Macy's during a certain two months of 1922 may have heard Doctor Watson say, "Will that be all, madam?" After that Watson was ready to sel] Baker's Coconut, Pebeco, and Pond's Cold and Vanishing Cream to the Great American Public. As contact man or go-between for manufacturer and copywriter he has shaped many sales campaigns along lines suggested by his scientific training. He has made glands sell tooth paste, and he has conditioned housewives and commuters into all sorts of pre judices about coffee. One of the most interesting things that Watson did during his six years in ad vertising was a laboratory research into cig 4 rette smoking. With the aid of sixteen men and four women he proved that even the most hardened adorer of a particular brand of cigarette can't recog- nize his favorite smoke when he is blindfolded or prevented in any other way from see- ing the label. Though Wat- son declared that no one could tell a cigarette by taste alone, he believed that the constan t use of any brand set up a habit in the smoker's system -largely in Watson's pet spot, the ali- mentary tract. The smoker wasn't likely to be satisfied with any other cigarette. So Watson also tried to find out how long it would take to break a man's brand- habit and get him changed over to ( , ,.< "My dear, I simply don't understand women." -\, " if, - tci? '" ! , Jf . : , / f:t: f1 )' l: ;: ?'t ;';1-: . : t ;